Unearthing the next superstars for the 2032 Olympic and Paralympic Games
What New Word Order and the Queensland Academy of Sport (QAS) have in common is a keen eye for talent.So when QAS asked us to help identify and develop young Queensland athletes capable of winning medals for Australia at the 2032 Brisbane Olympic and Paralympic Games, we (high) jumped at the chance.
Challenge
The QAS talent identification campaign is aimed at Queenslander athletes aged between 13 and 23. It’s the first step in a development journey for an aspiring athlete to becoming an elite, Olympic-level athlete ready to compete on the world stage in their own backyard. Our goal was to build awareness of the campaign and drive as many potential athletes as possible to apply.
The spark
Creating inspiration. Celebrating aspiration.
We know the talent identification process for an athlete, and all the development that follows, is an inspiring, aspirational and immensely personal journey. The strategy for developing the project was grounded in behaviour change methodologies of creating inspiration and celebrating aspiration.
Creative
The creative took the audience on a journey, based around our theme of 'You for 20232'. We wanted the campaign’s language to reflect each of those aspects of the journey. Visually, we recognised that the traditional medal colours wouldn’t necessarily display well and could be limiting, so we chose to update them to create a much brighter, target audience-friendly colour palette.
After creating the campaign name, tagline and logo, we reinforced the theme with a digital platform and marketing collateral. We developed an online application platform designed to appeal to young audiences and our visual identity captures images of some of Queensland’s most well-known Olympic gold medallists.
Outcome
The result is an inspiring campaign of aspirational language and engaging images that sell the dream of representing Australia in the 2032 Olympics.